Savvy gurus who understand these universal laws, leverage these flaws and biases to their advantage.

Nothing wrong with this, per se. Nothing at all.

But the thing with these tactics is that eventually, the persuasion stops working.

Blunt force persuasion has a very short “half-life.”

The workaround is to adapt, to change (or die out). CHANGE being the constant; the inevitable law of life:

(Trump and Brexit being two f#cked up use cases, but this isn’t the time or place to get into polarizing politics. I work hard to avoid politics.)

And this same change is playing out in our “little” internet marketing subculture.

For the past decade “product launches” have become the staple (faux) “business model” for launch gurus. The status quo behavior of those seeking a 7 figure business at rocket ship speed.

It’s really been the ONLY way to quickly scale from zero to hero. From no business at all, to 7 figures within one successful product launch.

And every guru worth their salt in our little world has a 7-figure launch notch on their bedpost (or trying to engineer one, so they can be invited in from the cold, to come play with the cool-launch-cats).

It has become a badge of honor.

A rite of passage.

A requirement to get into the hallowed “Launch Club.”

But I can proudly say I’m not a member of The Launch Club. Early on I chose to stay out.

Not to drink the Kool-Aid.

To forgo the path to the Launch Club Promised Land with streets paved in gold (and tricked-out Tesla Model S’s).

Instead we went the other (longer harder) way. We zagged when the Product Launch Tactical-Marketers zigged.

I’m not saying this because we’re better than anyone else. Hell, no. Not at all. If anything, we’re the dummies who turned our noses up at easy millions.